Catch Jeremy: T-Mobile's Latest Campaign Win

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By: Len Kornblau

T-Mobile has launched a very clever IMC campaign featuring TV spot(s), a website, tweets, et al to illustrate international smartphone plans.

The combination of elements works because it hits the target head on via media they use and keep constantly at hand. But it all starts with a great TV ad featuring Jeremy’s parents using “selfies” or Facetime or Skype to the audience. Clumsy as they may appear, they know how some apps work. And what they cost!

Two terrific character actors convey the essence of stereotypical parents with a traveling child, out of touch except for the receipt of the outrageously high cellphone bill. And the “close an app” line is priceless!

The “app” technique combined with great casting, terrific direction, and a really good concept gets the point across extremely well. Both the young target and parents can relate.

Then T-Mobile takes it to the next level with an imaginative IMC campaign to keep viewers involved and keep their involvement and interest high.

Can’t wait to see the results of this campaign. Could be a great case study for how to use TV in IMC.

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About the Author

Len Kornblau (@ProfessorAdwiz on Twitter) is an advertising and marketing pro who has taught at universities and excelled at field marketing and account service.

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